Published:
by Wayne Smith
The website schema can be used by Google in creating or filling in the Knowledge Panel on Google search. A knowledge panel about the site will only be created when Google has confidence the intent of the search is for information about the site, and may not be created if search volume is low.
The content type of "WebSite" is different than the content type of "Organization" ... Schema can be created as an array to match properties with the correct data types.
... Using Schema to make site name unambiguous
Google and other search engines are generally very good at parsing pages on a site to determine the site name. But on occasion the site name may be ambiguous;
The preference is to use the site name instead of the domain name in search results.
... Schema: AboutPage contains the site description
The about-site description, found in "more information about the site" and the Knowledge Panel, is pulled from the description used on the AboutPage content type. It can also be pulled from the "Google My Business," profile.
... Navigational Site Links (Schema)
The consistent usage of site links in search shows Google considers them a high-value gain of knowledge for a brand or navigational intent -- they are worth Google spending resources for their creation.